1. User Research Findings for Marriott’s
Digital Properties Re-Design
June 29, 2014
Advance Insight User Research and Digital Design
Your Business. Your Success.
Connie Godsey-Bell
Vice President, Strategic Planning and Business Development

2. Executive Summary
Background: Marriott identified its top five business goals and user experience questions related to a
re-design of its digital properties.
Business Needs: Advance Insight created a user research plan consisting of goals, questions, and
hypotheses based on Marriott’s goals and questions.
Research Method: In-person interviewing was the research method used. This method was chosen
because it was the best method for really knowing the users’ experience.
Research Plan: A detailed interview plan and guide was written by Advance Insight’s user research
experts. The interview itself consisted of twenty questions focused on five research themes: Lifestyle,
Luxury, Rewards Programs, Travel Planning, and Using Hotel Booking Sites.
Research Results and Recommendations: Results of the research show that some questions were
answered as expected (i.e., as hypothesized), while others were not. Overall, the research found that
users have a very high opinion of Marriott. They want Marriott to continue to succeed by making
improvements where needed. Details on recommended actions are described later in this
presentation.
Conclusion - User Research is Valuable to Marriott: User research reveals why users interact with
Marriott’s digital properties as they do. This will allow the re-design to proceed on the basis of solid,
current knowledge. The value to Marriott is increased customer loyalty, brand engagement, and
spending.
June 29, 2014

3. Background
1) Marriott stakeholders identified their top five business goals and top five user experience
questions. They concluded that a re-design of Marriott’s digital properties was required to
meet business needs.
2) To support the re-design of its digital properties, Marriott requested recommendations for
changes to user experiences and new design comps from Advance Insight
3) Advance Insight recommended adding user research to Marriott’s re-design plan. User
research would provide the following benefits:
 Uncover facts about Marriott’s current user experiences.
 Lower the chance that expensive re-work will be required.
 Allow the design team to proceed with confidence.
3) Advance Insight conducted a “nano” usability test of www.marriott.com with three
participants. This test revealed user difficulty with several basic features. Examples are:
 The Points of Interest link was confusing.
 Zooming in and out of the interactive map caused the screen to refresh awkwardly.
 Clicking check boxes in the Filter Results list caused the screen to re-order slowly.
June 29, 2014

4. Background (continued)
4) Based on results of the nano test, Marriott agreed that additional user research was
needed.
5) Advance Insight created a User Research Goals and Questions plan based on
Marriott’s business goals and questions. A closed-ended questionnaire was created and
user interviews were conducted. This user research is valuable because it:
 Reveals, in context, why users interact with Marriott’s digital properties as they do.
 Strengthens Marriott’s leadership in customer experience.
 Increases customer loyalty, brand engagement, and spending.
6) Advance Insight recommended an iterative development process for the re-design.
This is a flexible, adaptable, and participatory type of development that
 Integrates, rather than separates, the steps of finding user problems.
 Uses a cyclical process that is completed only when user needs are reflected in the
final product or service.
 Creates a shared vision of the product by including everyone who has responsibility
for the product.
June 29, 2014

5. Business Needs
The User Research Goals & Questions defined by Advance Insight address Marriott’s top five
business goals and user experience questions:
Marriott’s top five business goals are:
1) Increase hotel booking via digital properties by 10%.
2) Increase reservations for their Luxury and Lifestyle Collection hotel categories.
3) Gain 10,000 incremental members of the Marriott Rewards loyalty program in the first
quarter after the re-design.
4) Decrease by 20% the number of people starting and then abandoning a reservation.
5) Increase by 5% the number of people choosing a hotel and flight package (vs. just
booking their hotel alone).
Marriott’s top five user experience questions are:
1) What is the demographic makeup of our user population?
2) How do people choose a hotel?
3) Why do people start a hotel search and then not complete a reservation?
4) When do people use the Marriott website vs. the mobile app?
5) What value are customers looking for in a hotel loyalty program?
June 29, 2014

6. Research Goals
Advance Insight identified five user research goals. These goals support Marriott’s business needs:
Goal 1: Determine how people choose hotels.
 Identify the amenities and features that are important to users.
 Learn about valuable hotel room features.
 Learn about the importance of hotel location and surroundings
Goal 2: Define the meaning of “lifestyle” and “luxury” for hotel users.
 Identify the ways users’ lifestyles influence their hotel choices.
 Learn about users’ perception of luxury and what makes a hotel luxurious.
Goal 3: Understand decisions users make when making travel plans.
 Determine how they search for flight and car rental options.
 Understand why a user would drive to a hotel destination rather than fly.
Goal 4: Investigate users’ physical problems web sites and mobile apps.
 Identify difficulties users have when booking a room on a web site or mobile app.
 Understand reasons they might use the phone to book a room.
Goal 5: Explore ways in which a hotel rewards program is valuable to users.
 Identify how they earn and use points.
 Learn about the options users want in a rewards program.
 Identify difficulties users have with rewards programs.
June 29, 2014

7. Research Methods
In-person interviewing was the research method used. This method was chosen because it was the best method for
really knowing the users’ experience. Asking users questions, and receiving answers in person, gives the user
researcher more information than other research methods. The interviewer can see the users’ body language and hear
their tone of voice. This is valuable information to include in the research results.
The following steps summarize the how the research was conducted:
1) The interview candidates were selected using a “friends and family” approach. Three people who might use a hotel’s
website to find and reserve a room for a vacation were selected for the interviews.
2) An interview plan was created. This plan summarized what Advance Insight was trying to learn from the user
research. It also helped prepare the interview questions. The plan consisted of three parts:
 User Research Goals – Five goals were identified.
 User Research Questions – Fifteen User Research Questions stemmed from the User Research Goals.
 Hypotheses – Six research hypotheses articulated what was expected to be found relevant to the user research
goals and questions. The interview questions were written to uncover information confirming or rejecting the
hypotheses.
3) An interview guide was developed to guide in conducting the interviews. It consisted of an introduction, warm-up
questions, twenty main body questions, cool-down, and wrap-up sections. The twenty main questions were organized
into five themes: Lifestyle, Luxury, Rewards Programs, Travel Planning, and Using Hotel Booking Sites.
4) Interviews were conducted in business conference rooms. The rooms were clean, safe, and free of distractions. The
interviewees signed consent forms for videotaping. The interviews were fully taped for later analysis and reference.
5) A written summary of the interviews was created. It provided demographic information on the interviewees, a
description of the environment where the interviews occurred, and a brief narrative of the interviews.
June 29, 2014

8. Data Analysis
The data consisted of videotaped interviews and interview notes. The analysis process followed
recommended qualitative analysis steps:
 The User Research Goals, Questions, and Hypotheses were used to help frame and ground the analysis.
 The twenty interview questions covered the themes of Lifestyle, Luxury, Rewards Programs, Travel
Planning, and Using Hotel Booking Sites.
 All interviews were conducted using the same order of themes. This expedited the categorization
(“coding”) of data into common topics
 Perceptions, quotes, and body language that occurred repeatedly were noted.
 During analysis deconstruction, patterns and themes were noted and sorted into affinity clusters. The
affinity clusters followed the themed questions asked in the interview.
 The presentation of the data analysis was by PowerPoint slides and a five-minute highlight of the
videotaped interviews.
 Project background, methodology used, and recommended next steps from the user research were included
in the presentation.
June 29, 2014

9. Meet the Interviewees
The three interviewees were all Marriott users. They were all very positive and enthusiastic about Marriott
properties. They had the following demographic characteristics:
Interviewee 1: Cynthia
 Gender: Female, age range: 50 - 60
 Job: Communications Manager for ReedElsevier
 How often she stays in hotels: At least twice a year, sometimes up to 6 times a year
 Used any of Marriott’s digital properties in the last 6 months: Yes, in April 2014
Interviewee 2: Patricia
 Gender: Female, age range: 50 – 60,
 Job: Librarian and Consulting Taxonomist for LexisNexis
 How often she stays in hotels: Varies; at least 5x a year
 Used any of Marriott’s digital properties in the last 6 months: Yes, but she is not sure how often. She isn’t
certain which brands belong to Marriott.
Interviewee 3: Leslie
 Gender: Female, age range: 50 - 60
 Job: Director of Government Content Acquisition for LexisNexis
 How often she stays in hotels: 6-15 times per year
 Used any of Marriott’s digital properties in the last 6 months: No. Most of her recent travel is for business.
For business, she is required to use the company’s hotel choice.
 Highlights of the interviews may be seen at
https://drive.google.com/file/d/0Bwat80fTb_OGQTBWNk80NEw5XzA/edit?usp=sharing
June 29, 2014

10. June 29, 2014
User Story: Patricia, relaxed
Patricia likes relaxing road trips when she vacations. She generally
vacations alone, enjoying the solitude. “I like country inns, local hotels,
local food. I like to explore local culture. I depend a lot on the hotel staff to
know interesting places nearby that I can visit.” But a great vacation
experience does not have to take place locally in the U.S. She recently went
on a business trip to Freemantle, Australia. After the business meetings
ended, she stayed a few extra days to vacation. She walked to the local
farmers’ market and met the people. She remembers it fondly as “a warm
and welcoming” experience.

11. June 29, 2014
User Story: Leslie, fun loving
“I recently went to Las Vegas on vacation by myself” Leslie said. “I had a
great time!” Leslie often takes short, fun vacations with her boyfriend.
These “mini vacations” only last a few days. When she takes a short
vacation, she always drives. But her ideal vacation would be to fly to a
national park out West and stay in a luxury ranch style hotel. “I would love
to have hiking near the hotel. Also, I want a great spa and a really nice
restaurant in the hotel. The service has to be top-notch!”

12. June 29, 2014
User Story: Cynthia, sophisticated
Cynthia vacations all over the world. Traveling with her husband, she’s been to
Ireland and England in recent years. She also vacations in various places the
U.S. Describing herself as a “country girl,” she likes horseback riding,
bicycling, and sightseeing. When staying in the country, she likes upscale
hotels that have beautiful scenery. When in the city, she likes to be near
attractions such as art exhibits and museums. Cynthia says that a luxury hotel
has “professional staff that is always courteous and attentive to every detail.”

13. Research Results
June 29, 2014
Goal 1: Determine how people choose hotels.
Identify the amenities and features that are important to users.
Learn about valuable hotel room features.
Learn about the importance of hotel location and surroundings
Hypothesis 1: People choose hotels and flights by finding the “sweet spot” of ideal price, amenities,
location, and other features. Their main goal in choosing a hotel is the amount and type of amenities the
hotel offers relative to the price. This goal is the overriding consideration when users choose hotels.
Hypothesis Status: Rejected
User Research Results: The overriding consideration when users choose hotels is the professionalism
of the staff.
 The ideal price, amenities, and location are very important, but they are secondary.
 One interviewee stated that she recently had made a reservation at a Marriott that was a very good
choice for price, amenities, and location. However, when the staff was rude to her, she canceled her
reservation.
 Other interviewees expressed that “helpful staff” or “attentive staff” was a top priority in choosing a
hotel.

14. Research Results
June 29, 2014
Goal 2: Define the meaning of “lifestyle” and “luxury” for hotel users.
Identify the ways users’ lifestyles influence their hotel choices.
Learn about users’ perception of luxury and what makes a hotel luxurious.
Hypothesis 2: “Lifestyle” and “luxury” have specific meanings to users. That is, these words bring to
mind specific features and amenities that users expect in hotels. Users expect hotels to define lifestyle
and luxury from their perspective, not from a hotel brand image perspective.
Hypothesis Status: Accepted
User Research Results: “Lifestyle” and “Luxury” bring to mind specific features to users. The following
features were mentioned by users in the interviews:
Lifestyle Luxury
“Room with kitchenette” “Highly professional staff”
“Room that is like an apartment “ “Antiques”
“Room that has separate sleeping area” “Exquisite furnishings”
“coffee and tea in separate brewing machines” “Nice bathrobes and bath towels”
“ironing board and iron in the room” “Upscale bath toiletries”
“good bathtub and shower” “Warm cookies in the evening”
“free dinner as well as breakfast” “Luxury hotels are more quiet”
“safe place to stay”

15. Research Results
June 29, 2014
Goal 3: Understand decisions users make when making travel plans.
Determine how they search for flight and car rental options.
Understand why a user would drive to a hotel destination rather than fly.
Hypothesis 3: Users make travel plans by first considering whether the trip is for business or vacation.
Then they consider the distance to their destination. They would be interested in booking a hotel and flight
as a package only if they have already determined that they must fly rather than drive to their hotel.
Users who intend to drive rather than fly are not enticed by hotel and flight packages.
Hypothesis Status: Accepted
User Research Results: Interviewees made a strong distinction between business and vacation travel.
They almost always fly when taking business trips, but often drive when taking vacations.
 All interviewees said they take short, frequent vacations in which they travel to a nearby state. This
type of vacation allows them to drive.
 They prefer driving because it is easier overall than flying and then renting a car.
 One interviewee who often flies on vacation to Europe said she would want to bundle a hotel and flight
as a package if she received reward points for both the hotel room and the flight.

16. Research Results
June 29, 2014
Goal 4: Investigate users’ physical problems web sites and mobile apps.
Identify difficulties users have when booking a room on a web site or mobile app.
Understand reasons they might use the phone to book a room.
Hypothesis 4: Users sometimes have physical difficulty navigating hotel booking services on the web.
They sometimes have difficulty understanding the meaning of icons that do not have tool tips, or
understanding where to find information on the web site. Also, they sometimes have difficulty using a
mobile app on a smartphone because the screen is too small. This difficulty sometimes leads to users
abandoning the reservation and making the reservation by phone.
Hypothesis Status: Rejected
User Research Results: Users did not express having a great deal of difficulty using hotel booking
sites on the web. They do not use the mobile app to book rooms because the screen is too small to
see the photographs. Therefore, they are not abandoning reservations when booking by phone.
 One user expressed frustration with hotel booking sites not working well with browsers and not
being designed well for users. She said the sites should be easy enough for an “80-year-old
grandmother” to use.
 They prefer to use a PC or iPad because they want to clearly see pictures of the hotel.
 Users typically do not make reservations by phone. However, they do call hotels to check on the
accuracy of information they see on the web. One interviewee said she calls the hotel to see how
polite the staff is on the phone. If they are not polite, she will not book a room.

17. Research Results
June 29, 2014
Goal 5: Explore ways in which a hotel rewards program is valuable to users.
Identify how they earn and use points.
Learn about the options users want in a rewards program.
Identify difficulties users have with rewards programs.
Hypothesis 5: Hotel rewards programs are important to users for finding bargains. Therefore, users are
careful to keep track of points, know their options for earning and spending points, and have strong
opinions as to how their rewards options could be expanded.
Hypothesis Status: Rejected
User Research Results: Interviewees’ opinions on rewards programs were mixed.
 One interviewee said she never keeps track or uses her points because it’s “too much work.” She
reported having difficulty keeping track of her rewards number and confusion in trying to book rooms
using her points.
 The second interviewee said the only way she knows how to earn Marriott Rewards points is by staying
nights. This reflects a knowledge gap.
 The third interviewee said her points are important to her. She did not describe difficulty in earning or
using them.

18. Research Recommendations
Interviewees expressed very positive perceptions about Marriott. Their overall opinion of Marriott is
that it is top of the line in terms of quality and service for value. The following recommendations would
improve the user experience and help meet business goals.
June 29, 2014
Priority Action Rationale
1 Create staff awareness program to increase
professional behavior and appearance. Ensure staff
knows that customers who book online still call on the
phone to “test” staff professionalism.
 Goals Addressed: Business Goals 1 and 2, User
Research Goal 1
 This action will help increase Increase hotel booking via
digital properties by 10% and increase reservations for
Marriott’s Luxury and Lifestyle Collection hotel
categories.
2 Increase availability of rooms with kitchenettes and
separate sleeping/living areas.
Goals Addressed: Business Goal 2, User Research Goal 1
This was a top request related to User Research Goal 1
and Marriott’s Business Goal 2. This action will help
increase reservations for Marriott’s Luxury and Lifestyle
Collection hotel categories.
3 Conduct user focus groups to generate new ideas on
offering the Marriott Rewards program. All
interviewees had knowledge gaps about the program.
Focus groups will help understand why users think
they understand the program, but they actually do not.
Goals Addressed: Business Goal 3, User Research Goal
5
This action will help highlight the value of the program and
will help gain 10,000 incremental members in the first
quarter after the re-design.

19. Research Recommendations (continued)
June 29, 2014
Priority Action Rationale
4 Use digital analytics to track users’ actions when
making reservations. Also conduct diary studies
to understand how users interact with the
reservation process in context. Use text
messaging as the diary collection method. Ask
users to send screen shots along with text
messages.
Goals Addressed: Business Goal 4, User Research Goal 4
This action will help determine the circumstances under
which people are abandoning reservations. Thiis
knowledge can then be used to determine steps needed to
decrease reservation abandonments by 20%.
5 Conduct interviews with a different demographic
group to learn about differences in travel
planning. The group of interviewees in this
research effort were very homogenous: all were
female professionals in the 50-60 age group.
Goals Addressed: Business Goal 5, User Research Goal 3
Other demographic groups, such as retirees, may be
interested in booking hotel and flight packages. They may
need to be given a discount and approached with a special
marketing campaign. This will help increase by 5% the
number of people choosing a hotel and flight package (vs.
just booking their hotel alone).

20. Advance Insight User Research and Digital Design
is committed to Marriott’s business success!
June 29, 2014